This brings new meaning to the “random” part of the random video series.

Proposition 23 would suspend AB32, the Global Warming Solutions Act of 2006. Apparently, David Arquette is pissed off about this and ready to kick some oil company butt.

So how effective is this ad?

On the one hand:

– This seems to be getting as many hits on Youtube as more, um, conventional Prop 23 commercials.

– It’s funny.

– The “Don’t Mess with California” tagline is catchy and a throwback to the wildly successful “Don’t Mess with Texas” anti-littering campaign from several years ago.

Here’s one with Matthew McConaughey that combined kick-butt action, a celebrity, AND the actual topic of the campaign.

…. The stamp on the litterer’s forehead might resonate with viewers since, according to a recent report, guilt and peer pressure are key components to encouraging good environmental behavior.

Here’s another one with George Strait.

On the other hand:

– If you don’t know what Prop 23 is about already, you may think that Arquette is promoting a pro kung-fu ballot proposition, or tax relief for out-0f-work California stunt actors, or something else entirely.

In terms of changing behavior and motivating people to be green, there’s a fantastic conference coming up in Sacramento in November that spends three days on exactly this topic. The 4th annual Behavior, Energy and Climate Change conference is worth checking out. You can ask many of the smart people there whether Arquette is going to defeat prop 23 with his fists of steel.